How to Leverage LinkedIn: Proven Strategies for Speakers and Seminar Leaders

In a recent survey on speakers' use of LinkedIn, over 90% admitted that they could use some help in attracting speaking work by using the business networking site. So, in this unique and startling webcast, social network founder and professional speaker Philip Calvert reveals a wealth of tips, tricks and strategies for speakers and seminar leaders to leverage LinkedIn.

Philip is the founder of IFA Life - an award-winning niche social networking site, and in this very special webcast he reveals tried, tested and proven techniques that will make an immediate and measurable difference in your visibility on LinkedIn - making you significantly more visible to LinkedIn users searching for people with your expertise.

As the founder of a social networking site, Philip brings a unique behind-the-scenes perspective to attracting new customers through social media. His presentations are some of the most popular and highly rated on BrightTALK, and viewers of this webcast are in for a special treat.

As marketers, we strive to get the balance right to guide our actions for developing a strong brand, shaping our narrative in the marketplace, and creating demand from our marketing channels.

Increasingly, the digital behaviors of our ideal audience continue to fragment. No longer are they dedicated to a single device or source or input (voice vs text). This perpetual change has challenged decade old algorithms to better recognize their intentions. B2B marketers now face a new priority. How do we leverage Intent signals and prioritize the use in go-to-market efforts?

Join David Pitta, CMO at BrightTALK who has been leveraging various signals of intent data to prioritize resources, channels, and demand creation over the last 10 years.

In this session, he’ll cover:

-Looking at the layers and purpose of Intent signals in B2B
-Separating account from person-based intent
-Leveraging (the three C’s and P based intent) category, content, competitor, and product-based intent
-Activating and measuring business value from intent

Sales is great at speaking with prospects, uncovering their particular needs and pain points, and making adjustments on the fly based on what is resonating and what isn’t during a conversation. However, your website, marketing collateral and revenue marketing campaigns can’t make these same real-time adjustments based on body language, questions and other customer feedback—whatever potential customers see is what they get.

As the B2B landscape shifts and buyers do an increasing amount of research on their own, it’s more important than ever for tech execs to prioritize strong B2B messaging so they clearly articulate the value prop and compel prospects to engage. In this presentation, Christa Tuttle, CEO of Launch Marketing will guide participants through strategic approaches and best practices for building company messaging that gets right to the heart of what customers need and triggers revenue-generating actions.

Your marketing team is focused on efficiently delivering results, however as the buyer’s journey (if it can still be called that) becomes less linear and more complex, you’re facing ever-increasing stress on resources. To effectively reach and convert targets at scale, new perspectives and methodologies are crucial for balancing these competing needs.

In this live webinar, BrightTALK’s CMO David Pitta and Content Manager Trent Warrick will share how to maximize efficacy with authenticity, while scaling using intent data, and reserving your team’s resources for high-value activities.

In this webinar, you’ll learn:

-How to identify authentic intent
-How to build your business by building trust
-How to scale through strategic use of tools and human capital

Kim Hahn sat down with us to share CA Technologies' experience with our platform at BrightTALK Local: NYC.
Ensuring alignment across such a big organization like CA Technologies has been key to maintaining a consistent story that resonates with their audience, and manageable for their teams.
Find out how BrightTALK has become the platform they look to for their content and demand marketing program to drive engagement and conversions.

Discover what's trending in the IT Security community on BrightTALK and how you can leverage these insights to drive growth for your company. Learn which topics and technologies are currently top of mind for security professionals and decision makers.

Tune in with Dave Klein, Senior Director of Engineering & Architecture at GuardiCore and Marija Atanasova, Senior Content Manager for IT Security at BrightTALK, to discover the latest trends in the community, the reasons behind them and what to look out for in Q4 2018 and beyond.
- Top trending topics in Q3 2018 and why
- Key events in the community
- Content security professionals care about
- What's coming up in Q4 2018

With the rise of mobile and social, customers are more knowledgeable and empowered than ever. Their ability to access and share information anytime and anywhere gives them enormous control over their interactions with the companies they do business with—and they know it. As a result, they expect data-driven, personalized interactions at every stage of the marketing and sales funnel. One way marketers can adjust for the new normal is by leveraging big data and analytics—along with artificial intelligence, mixed reality and machine learning.

Join CMO, Scott Holden, in a live webinar to learn how his team has mastered marketing attribution with ThoughtSpot’s search-driven analytics. Using ThoughtSpot, Scott’s entire marketing team can now analyze all their marketing data in one place without waiting weeks.
We'll cover:
- Top data sources and key metrics to include when building out your marketing analytics program
- Best practices for transform your team into a data-driven marketing masters
- How search-driven analytics is enabling the entire marketing team to analyze attribution without a team of data scientists

Attribution is no easy thing for today's marketeer. Everyone in the business is asking "what's the repeatable sales cycle and number of touches our buyer takes to get a deal over the line". Finance puts pressure on teams to report in near real-time what's working and what's not and without answers budgets are held up. Sales teams need to personalize outbound efforts so they can efficiently engage the buyer but marketing needs to guide what content and what channels work best.

Navigating the maze of attribution is both a qualitative and quantitative undertaking and unless you have the tech stack fully integrated, you may be missing key pieces of the puzzle. As daunting as it can be there is a step by step approach to follow and over time you achieve clarity. Join this webcast to learn best practice approaches to becoming a fully attributed marketing engine.

When you think of your customers as a jumble of demographics and lead scores, it's easy to miss the critical intent indicators that help you understand their pain points and needs on a deeper, more human level. For those of you who have started using intent signals to prioritize accounts or leads, you're likely challenged by the fact that anonymzed data without any context around where the engagement happened and for how long, makes it hard to turn intent signal into business growth. Discover the behavioral indicators that signal real intent for identifying and converting your ideal accounts and buyers. Learn how to use them to boost content and demand marketing success.

In B2B marketing, acquiring and inspiring prospects and customers can feel like a frustrating guessing game, but that doesn't have to be the case. Join BrightTALK's very own Val-Pierre Genton for a dialogue on one of the most important topics in marketing. You'll walk away from this session with insights on:
Truly defining your audience. We'll look beyond cookie-cutter personas and help you get into the mindset of your buying committee.
Tapping into the intent signals that really matter via proprietary, first-party data and key sources that give you the full picture.
Putting it all together. Turn intent into engagement in a few steps.

Steve and Jim will share their perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

Here’s what you’ll learn from this webinar:
•Why AI should inform and operationalize your ABM strategy
•When centralized insights can enable a consistent content strategy by target account
•How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones

Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

But the challenge is not just in defining an AI strategy; it requires developing the infrastructure to support it.

Should you be developing in-house, or look to available technology and collaborate with outside experts? Keep deployment on-premise, or reach for the cloud? Can your current infrastructure, from server performance to processing power, stand up to the demands of increasingly complex AI applications?

Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

Register for free!

Attend this webinar and learn:
* How to tell if your marketing and IT departments are AI-ready
* The fundamentals of an AI-driven infrastructure
* The role of clean, definable data goals in successful AI implementation
* How to scale the AI workload

Senior executives are more fluent in analytics and spreadsheets now than ever before, and they
want regular reporting on their return on investment. So, how do you determine which analytics
are the most valuable to share with your C-level staff?
For C-Suite decision makers, interest in metrics comes down to understanding the ROI on their
marketing dollar investment. In this presentation, Christa Tuttle, CEO of Launch Marketing,
breaks down the most important elements of tracking customer acquisition cost (CAC), lifetime
customer value and marketing generated revenue to make sure you are armed and ready to
demonstrate the value of your marketing programs.

Marketers today are dealing with more customer data than ever before resulting in large MarTech solutions each with their own analytics and visualization. This leads to a huge amount of confusion and manual work for marketers when reporting on the success of lead gen, advertising campaigns, email outreach and events.

Learn how to streamline your reporting and up-level your visualization with a hands-on webinar with Arm Treasure Data and Chartio as they walk step-by-step for the best marketing KPIs to tracking and how to setup your own Ultimate Marketing Dashboard.

We’ll look at a real dashboard that combines all the metrics a marketing leader needs to run a business in a single location. We'll cover how to combine your traditional lead funnels with:
- Account awareness scoring

Carla Johnson, keynote speaker, marketing expert and Chief Experience Officer for Type A Communications gives us a deep dive into storytelling, something that should be a critical piece in any marketers’ toolbox. Carla, one of the foremost experts on the topic, explains what storytelling is in terms of marketing, why it’s effective and how to make it part of your marketing process.

In this interview Carla describes:
A simple framework marketers can use to become better storytellers
What an effective customer story looks like
How to operationalize storytelling in your organization

Webinars are a critical B2B content marketing strategy and as marketers become responsible for the customer journey, webinars are a valuable tactic for engaging prospects and customers at every stage of the funnel. Webinars drive high value leads at the top, and deliver compelling customer stories at the bottom of the funnel.

For our 2018 Benchmarks webinar, we’re doing something new. We’ll review data points from an analysis of 12,000+ webinars in the last year and we'll also share interviews from marketers who are the very best in the webinar business. You’ll learn what makes their initiatives successful, from strategy and process to promotion and follow up tactics.

Join us to learn the latest on webinars in 2018, including:

- The best days and times to hold and promote webinars
- Best practices on webinar content and event duration
- How the best marketers build scalable, successful webinar practices that drive engagement and revenue

We’ve all seen the explosion of marketing technology companies over the past several years, clearly illustrated in Scott Brinker’s Marketing Technology Landscape that grew from 150 companies in 2011 to over 5,000 last year.

Today, we’re seeing many marketers who have been part of the martech tool buying spree in recent years take a step back and assess both how their stack works together and if they’re getting ROI from each piece. On the other hand, exciting developments in Artificial Intelligence (AI) have added capabilities and enhanced others.

So how do we make sense of the martech landscape today? How do you build a stack that answers business needs and takes advantage of cutting edge technology?

We’re excited to feature David Lewis, CEO of DemandGen, a leader at the forefront of making sense of today’s marketing tools for his clients, along with several innovative marketers who will discuss:

- Martech’s evolution in recent years
- Building a stack that makes business sense and delivers ROI
- Where martech is going, notably the impact of AI

When asked if they have good Sales and Marketing alignment, many leaders would quickly nod their heads. "Of course we do!" But when it comes down to it, is that alignment real? Are there clear SLAs in place for the treatment of leads and opportunities on both the Sales and Marketing sides? Is the impact of that alignment measurable? Do lead flow, reporting and other critical operations plumbing work as they should? How does this need to evolve as marketing is being asked to support growth across the customer experience?

We're excited to feature noted Marketing and Sales expert Matt Heinz, who will moderate a roundtable with visionaries from both functions where we'll discuss how to make tangible, measurable Sales and Marketing alignment a reality.

In this roundtable we'll cover topics like:

- How the best teams have operationalized Marketing and Sales' responsibilities
- How to measure the Marketing's influence at all stages of the buying cycle
- Which operational pitfalls to avoid

The CMO role is in a time of great change. On the B2C side, we're seeing several noted CPG brands like Coca Cola eschewing the CMO role and instead hiring Chief Growth Officers. In B2B, there is some traction in the rise of CGOs but the broader trend shows the CMO role becoming much more metrics and revenue-driven. It's an exciting time for marketers but it's critical to understand what's driving this dramatic shift.

Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.

You'll learn:
- How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
- How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
- What a CGO does and whether your company needs one today